Chileprunes is carrying out a series of activities in India, and many of them have been joined by members of the prune industry who traveled to this country mainly to attend MEWA 2026.
Ahead of the trade fair, starting on Tuesday, January 20, Chileprunes—represented by its Executive Director, Pedro Acuña—led a series of activities, including meetings with the Chilean ambassador to India Juan Angulo, and the ProChile team present in that country. These activities also included visits to a wide range of points of sale, from traditional markets to modern supermarkets, including gourmet stores and specialized retail outlets focused on dried fruits and nuts.
Special mention goes to the renowned Khari Baoli dry fruit and nut market, notable for its strong presence of MEWA trade fair signage and posters throughout the area, and whose merchants largely participate in the exhibition.
The trade fair officially opened on Friday, January 23, with strong attendance from key industry stakeholders in New Delhi. The opening ceremony was attended by the local Minister of Agriculture.
The fair featured a Chileprunes stand, together with the participation of nine member companies and commercial teams from the industry. Participants confirmed that they were able to meet with all targeted buyers during the event, as 100% of the counterparts they were interested in engaging with were present at the fair. Chile is already well recognized in the market for the high quality of its walnuts, and during the event a clear interest was observed among importers of dried fruits and nuts in Chilean dried plums. This has enabled the generation of key business contacts, fundamental for future commercial commitments.
Progress of the Campaign
As part of this trip, and together with the ProChile team, the impact of the Chilean dried plum promotion campaign in India was assessed. Overall, total imports of dried plums increased from 1,062 metric tons (MT) in 2023–24 to 2,431 MT in 2024–25.
“The campaign showed progress across all indicators. What worked particularly well was merchandising, public relations and communications, the boost in social media and digital channels, as well as print advertising and outdoor advertising—especially in wholesale markets. Volumes are still small, but the potential is significant,” says Pedro Acuña.
According to the Executive Director, key recommendations for suggesting years include:
- Reducing retail promotions and focusing instead on limited e-commerce and quick-commerce promotions, allowing for QR codes linked to advertising content. In India, digital transactions are growing at a much faster pace than in other markets.
- Strengthening commercial alignment between Chilean suppliers and Indian importers.
- Generating overall demand for dried plums by communicating the product’s health benefits through key opinion leaders, particularly doctors and nutritionists.
- Stimulating household consumption, with a focus on quick, simple and easy-to-replicate recipes.
- Developing demand within the foodservice sector, which is expected to become a significant driver of future consumption.
He further notes that priority actions for 2026 will include:
- Once again inviting Indian buyers to Chile, enabling them to visit orchards and processing facilities of the world’s leading producer and exporter.
- Large-scale outreach through key opinion leaders, who should act as credible third-party advocates for the product.
- Merchandising initiatives that ensure visibility among key market players, clearly highlighting Chile and its dried plums.
- Limited promotional activities with specialized stores and e-commerce operators.
In conclusion, while the promotion is delivering positive results, there is still significant work ahead. The lack of brands referencing Chile on product packaging limits promotional impact, and the available budget remains constrained.
